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Allow me to demonstrate by summarizing a story written by Gene Weingarten in an April, 2007 edition of the Washington Post:
A young man stands inside the entrance of a Washington D.C. Metro Station. He wears clothing that is modest in comparison to the suits that pass by. Most folks are on their ways to work, but this particular man could be any unemployed, or modestly employed, D.C. resident, in no hurry to begin a 9 to 5.
But one thing absolutely differentiates him from the passersby. He's playing a violin. He's doing it very well, in fact. But, as with most street performances in the city, folks pass by without a second glance. 1,090 commuters do so this day. Another 7 stop and make some sort of acknowledgement toward the music that fills the L'enfant Plaza Station. Donations by acknowledgers and ignorers alike are deposited into an open violin case, totaling 52.17. Some deposit only pennies.
It wouldn't take even a modestly keen ear to hear that this young man is talented beyond description. His notes soar above the bustle of the busy Metro station, while his body movements and facial expressions note every pitch, every key change, every emotion. But he is a simple street performer. Talent or not, he is just a nameless street performer.
Let's say for a moment that some perceptive soul had noticed the talent of this young man and sponsored him on a big stage, where music lovers could fully appreciate his faculties. How many of those 1,097 passersby would lend an ear from a high-priced seat? Aside from the intermittent bored date or sleepy patron, most everyone would be entranced by the entertainment factor of this man's performance.
Much like your business, that street performer had the talent, he had the drive, he had the moxie to put it out there for his piece of the world to see. But, because he didn't have the big stage on which to present it, it meant absolutely nothing to so many.
If you're hoping to propel your business to the big stage, you've got to know how to get affordable 1st page Google rankings. Even if you've got what it takes, if your act is booked for only the small stage, you will fail. Possibly as miserably as the young violinist in that D.C. Metro station.
Not convinced? What if I told you that the humble street performer that Mr. Weingarten wrote about was Joshua Bell, a world renowned virtuoso, who has sold out at Boston's Symphony Hall, the Music Center at Strathmore, and many more venues around the globe? What if I told you that he's been the recipient of numerous awards, including the Avery Fisher prize for his performance in the 1998 movie, The Red Violin? Would I have convinced you in the power of the big stage? Would you ask me how to get first page Google rankings that are affordable? For your own shot at the big stage?
Joshua Bell's talent wasn't on trial in this experiment. The venue and the marketing of his talents were being scrutinized.
Joshua is accustomed to packing prestigious music halls, while silence and awe ensue. Instead, he found himself quietly fighting for attention, hoping for one dollar bills to plunge into his empty case. In the Metro's 43 minute performance, he made 52.17. Normally, he would make 43,000.00 in 43 minutes. If Joshua Bell couldn't stop a mentionable number of potential fans from the small stage, then you can't expect to get a second glance from the 4th page of Google.
True, you might be a virtuoso at what you do, but if you're not well presented, or if you're floundering in the internet rush hour, your performance will go unnoticed. Just like that of the world renowned virtuoso, disguised as a street performer.
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